Inbound Recruitment: A New Service by Catenon

Inbound Recruitment: The Best Practice for Attaining Top Talent

The term inbound marketing was coined by HubSpot back in 2006 to describe a new way of doing marketing. It was described as a process of generating relevant and engaging content to attract, engage and satisfy customers, allowing them to drive their own journey and convert when they are ready.

This is where the concept of inbound recruitment came from— creating a remarkable candidate experience through employer brand content and marketing strategies that help companies build relationships with top talent.?In other words, creating an opportunity for your candidates to find your company.

"With inbound recruitment, companies can connect with passive and active job seekers, engage with their network, and delight candidates throughout the application process"

Why apply an inbound recruitment strategy?

In 2022, inbound recruitment has become one of the recruiting strategies that allow you to extensively market your company by creating an outstanding experience for job seekers. By improving your employer's brand perception using specific content, you will be a target for most job seekers. This will also improve your relationships with the candidates leading to excellent referrals even if they do not get hired.??

By adopting an inbound marketing approach to recruiting, companies can connect with passive and active job seekers, engage with their network, and delight candidates throughout the application process.?

In this article, we will cover a success case from Catenon, the technology-based multinational company specializing in talent recruitment and selection, where Inbound Recruiting was used as leverage to find the best talent for a Catenon client.

How did the project come about?

I knew the client from previously doing recruitment processes the traditional way. The global HR director put me in touch with BU Norway for an international recruitment project. This project was very new as they were looking for a reactive strategy to attract talent through a Social Media campaign in 7 countries of the European Union. In other words, they wanted candidates to come to them without having to do the usual direct search.

The client made this request to several recruitment companies, and Catenon was the only company that managed to understand the client's needs and was able to propose a real solution to meet their needs.

How was the solution proposed to the client???

We developed the creative and performance strategy for the entire campaign at a global level. We decided to make a targeted and highly qualified campaign on LinkedIn and Google Ads, to which we would apply a retargeting pixel on Facebook, Instagram and Twitter.?

Understanding the needs in the client's briefing and providing our expertise in the profiles they were looking for, we applied keywords related to the offer, profile, and sector to ensure our ads will impact the right people, and we did the same with the audience segmentation on LinkedIn.

"Here we have a much more relevant selection based on education, experience and market knowledge"

In addition, we built a landing page following the client's Brand Factory and proposed an online questionnaire, in which we made the first filtering of the candidate so the applications would come from people who could truly develop the position, thus saving time for the HR department.?

What difficulties and lessons did you learn while developing the project??

Sticking to the client's Brand Book for the development of all the visuals and creatives we implemented in all the ads and on the landing page.

We know which social media channels are best to carry out this talent attraction campaign and, which media are the best to get qualified leads in the investment strategy. It is also very important to track the ad campaign to see where it is working best and when to stop which type of ad or on which social network.?

Finally, it is important to analyze the candidate's usability on the landing page to make sure they understand the steps they have to take to send their CV.

What was the result?

The result of the campaign was very good, and most importantly, the client was very satisfied.

We managed to have a total of 73 applications in a four-week campaign, 24 of which met all the criteria of the profile sought, and at least 10 candidates had a very ad-hoc profile for the position. Moreover, they are candidates who decided to approach the project and therefore, a priori, had a high interest in the position offered.?

The 24 applications that met all the profile criteria, came from seven different countries of the European Union, as this position would be delocalized and the client wanted to carry out a European selection to find the best candidates, wherever they are.?

Finally, the client was able to conclude and close the process with a candidate from Poland and all parties were left very satisfied with the project. In terms of investment, it was less than a traditional search, which would've probably not been able to conclude with the right candidate, let alone in one month.

What implications do you think this project will have on the relationship with the client and for Catenon?

In the client's words: "I would say that we have at least 10 very interesting candidates. On a traditional campaign in Norway, we received 29 applications, but only one was relevant. Here we have a much more relevant selection based on education, experience and market knowledge."

For Catenon, this project opens the door to a new line of business and a new solution for our clients, which combines the best of the digital world, technology, globalization, our expertise in recruitment, and talent attraction on a global level.

At Catenon, we opened a new Inbound Recruitment service and would be delighted to hear from you. If you are interested in developing a new, innovative and disruptive talent recruitment strategy for your company, contact us at [email protected].